Case Study: Domino's Indonesia achieves 29% new user growth at half the cost with Branch

Domino’s Indonesia drove 29% new user growth at half the cost using Branch

Domino’s Pizza Indonesia set out to drive mobile app installs and repeat purchases in a market dominated by super‑apps that fragmented customer attention, limited control over the ordering experience, and drove up acquisition costs. The brand also needed to bridge offline-to-online traffic across 200+ stores, geo-target for timely 30‑minute deliveries, and resolve affiliate fraud and misattribution to better measure campaign performance.

By integrating Branch’s mobile linking platform—deep links, QR codes, geo-targeting and improved attribution—Domino’s routed users straight to the app, personalized offers, and ran geofenced new‑store and promotional campaigns (e.g., #DominosAppAja). The result: an average 29% quarterly new‑user growth since Q1 2021, CPR reduced by half and maintained at 10–20% (with a best‑in‑market 13% during store launches), lower CAC, higher LTV and clearer channel visibility.

Domino's

Harneet Singh

Chief Executive Officer